Soho’s “sex shops”, or adult stores, as they’re professionally known, are an enigmatic emporium to some, or as regular as popping into the supermarket for others.
Moving from its 80’s unrestrained heydey, gone are the hedonistic seedy backstreet chain link doorways. Regulated, licensed and held to standard, they offer the unique opportunity to shop, browse, and get advice in a safe, positive, no-BS environment.
The rated 18+ shops cater to prioritising pleasure. Across our cheeky little round-up, there’s something for everyone: from LGBT+ focused retailers and all-round rendezvous’, to intensive kink. Take a look at our handpicked shops from someone who worked there, and knows all.
Soho Originals
‘Originals‘ is one of Soho’s OG adult shops. Beginning as an LGBT+ bookshop before branching into visual pornography, Originals has weathered the sexy storm and is now a fully-equipped adult store catering to all genders. Its ground floor stocks things all vibrating, rotating, and rhythmic. Impressively, the cellar is still a sizable DVD emporium across any and all categories, for those of you who prefer physical mediums of the shiny disc variety.
Management are knowledgeable and eccentric; perfect for helping you find exactly what you need.
The original logo for Soho Originals’ Bookshop was found etched on the cellar floor at now-closed Goldsmith Vintage in Tottenham Court Road.
📍 Nip across the way to Originals at 12 Brewer St, London W1F 0SF
Ann Summers
The seminal chain of adult shops across UK high streets, Ann Summers actually started its life in 1970’s Soho. They are the classic for camp trinkets, female lingerie, and a mix of all the main toys for any bedside table.
The chain has been around for eons, and continually finds ways to stay fresh and current. With the competitiveness of other shops on the street, A.S is a bit of a labyrinth inside; a Tardis from the outside, if you will. Its focus is a little more demure and lacily-clad from the outside compared to the other stores, which may welcome shy visitors.
📍 Go and see ‘ar Ann at 79 Wardour St, London W1D 6QB
Prowler [Blue]
Nicknamed The Blue Room, Prowler unabashedly, proudly caters to the entire LGBT+ community, with a focal target on gay men (it proudly displays LGBT+ flags at its doorway so visitors get the message). The front half of the shop may be more palatable, with an array of daft giftable nick-nacks for friends, alongside rude/funny (depending on your Mum’s humour) cards and magnets, LGBT+ flags and iconography, and clothing (it boasts an expansive underwear and swimwear collection).
Clone-A-Willy is the most sought-after novelty. The back half of the shop stocks similar items to its above counterparts, with anyone looking for “business in the front, party in the back” vibes. They’ve recently upped their offerings, stocking some of Prowler RED toys for a more… Rigorous experience.
📍 Head over into popperific pleasure at 5-7 Brewer St, London W1F 0RF
Clone Zone
A stalwart of Old Compton Street since 1982, Clone Zone is recognised as a gay adult store that does a bit of everything, all wrapped up in a steampunk-vibed aesthetic. From leather and undies plus swimwear, to more toys than a parlour’s backroom, the team at Clone Zone are known for being a chatty bunch (from general anecdotes, and not personal experience, thank you very much).
Their prime retail space on Soho’s main LGBT+ thoroughfare makes them the perfect pit-stop for all things personal, as they often host events with their doors flung wide open!
📍 Whizz on by at 35 Old Compton St, London W1D 5JX
Regulation
On the other side of the scale, Regulation caters to BSDM (bondate, discipline, sadism, and masochism) and fetish fans. From elbow-length rubber gloves to animal-themed toys for times both intimate and shared, they’re the avid champions of limit-free intimate experiences, and their range – which includes all kinds of face masks (eyes and mouth openings optional) – is destined for those who like to push the boundaries.
Nestled slightly off the main streets but still undeniably Soho, pop by its side street location, which is slightly less assertive than its counterparts; until you explore its basement, if you know what I mean.
📍 Scoot on by for hefty hedonism at 13A Bateman St, London W1D 3AF
Simply Pleasure
With slick femininity enshrouded in a jet black and hot pink aesthetic, Simply Pleasure is an all-rounder that caters to a bit of everything, with a key focus on feminine desire and female anatomy. From fashion (high heels in bigger sizes) and dresses with revealing cuts or PVC cheekiness, plus an extensive lingerie selection, Simply celebrates the female form and all that pleases it.
With everything to satiate her downstairs, you’ll find more wands than a magician’s lair.
📍 29-31 Brewer St, London W1F 0RT
Prowler RED
Smack-bang in Soho’s gay epicentre on Old Compton Street, Prowler RED is unabashed – lit-up in neon red lighting, the shop smells of leather, and packs a fun punch to boot. Discerning leather men flock here, seeking their newest outfits or kink supplements.
Their cellar stocks the whole array of regular affairs for an intimate night in. Shelves lined with aromas and lube are plentiful and rich in variety – perfect for that special something. Some slightly more intensive, heavy-duty toys can be found amongst workaday ones – usually housed in glass cabinets. Staff are on stand-by to try clothing on and help you find your new favourite thing. The staff match the aesthetic; they’re cyberpunk, fashion-conscious, and cool.
📍 Slide on over to RED at 50 Old Compton St, London W1D 4UB
Harmony
A similar chain which also graces shop fronts in major thoroughfares like Oxford Street, Harmony gives similar pleasurable and fun offerings like Ann Summers and Simply Pleasure. The store does not cater to a niche audience like the other shops which furnish Soho’s main and side streets, but it’s the first one visitors heading into the area from Charing Cross Road will find – and a mighty fine place it is.
Their unique position makes them a good place to swing in-and-out of if flocking back home to try out your latest new buy.
📍 Hone in your inner harmony at 99A Charing Cross Rd, London WC2H 0DP